How Mobile-Social is Changing the Way Brands Connect with Consumers

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  • http://playbook.360i.com Replace mobile POV with mobile playbook
  • Mobile was the bridge between online & offline, connecting to consumers to the show via mobile devices and on the ground promotions. The campaign included the following core components: Twitter (hub for announcements & sharing) Facebook (Food Porn app asked viewers to upload photos for a chance to win $5K) Foursquare (special one-day event badge & deals at 300+ local dessert shops) Foodspotting- emerging platform that lets users share photos of what they're eating with fellow foodies **with Top Chef Just Desserts, BRAVO became the first advertiser to sponsor a specific category within the app. **<ELLEN TO ADD FOLLOWING TALKING POINTS>** -Participating retailers in markets FREE Desserts were made available via the following partners: Local bakeries & Retailers – 260 retail partners in 20 Markets nationwide Total In-Store Impressions = 462,000 Largest Retail Partner (Godiva) distributed 8,000 truffles in 19 markets Branded Trucks: 4 Total in NYC, LA, Chicago 66K truck impressions garnered Opentable.com – 800 restaurants offered customers a free dessert with dinner Twitter as a hub for all messaging All times and locations were only announced on the @Bravotv Twitter account to harness the power of social media. Wrapped newspapers calling out twitter for detailers 4sq Just Dessert badge could be redeemed for real goods—GODIVA TRUFFLES! Within 1 week of just desserts day (continuing to play off bridging online/offline components)
  • Mobile was the bridge between online & offline, connecting to consumers to the show via mobile devices and on the ground promotions. The campaign included the following core components: Twitter (hub for announcements & sharing) Facebook (Food Porn app asked viewers to upload photos for a chance to win $5K) Foursquare (special one-day event badge & deals at 300+ local dessert shops) Foodspotting- emerging platform that lets users share photos of what they're eating with fellow foodies **with Top Chef Just Desserts, BRAVO became the first advertiser to sponsor a specific category within the app.
  • Left: Be The One for restorethegulf.com Right: Demo app for The Varsity, with a button to share
  • CauseWorld
  • Apple Game Center
  • http://www.assistedserendipity.com/images/mediakit/venuehistory.png
  • How Mobile-Social is Changing the Way Brands Connect with Consumers

    1. HOW MOBILE-SOCIAL IS Moderated by David Berkowitz, Sr. Director of Emerging Media & Innovation at 360i @dberkowitz / @360i Featuring: Craig Davis, CEO, TextualAds - @CraDav Tom Dorf, Director of Advertising Sales, MocoSpace - @MocoSpace Noah Elkin, Principal Analyst, eMarketer - @noahelkin Adam Mirabella, Head of Music Services, Nokia - @ Sinlison CHANGING THE WAY BRANDS CONNECT WITH CONSUMERS
    2. David Berkowitz
    3. Download 360i’s Playbooks: Mobile: mobileplaybook.360i.com Social: playbook.360i.com
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    5. HUB for all announcements & sharing The Mobile social app highlighted the best desserts at partner locations; A Mobile Guide Drove users to discover locations FOOD PORN Application asks fans to upload their photos for a chance to win $5,000 Users received a one-day-event badge and discounts at Godiva stores nationally
    6. Six types of mobile social media <ul><li>Online social networks on mobile devices </li></ul><ul><li>Share content via social channels </li></ul><ul><li>Location-based check-in services </li></ul><ul><li>Sharing and streaming content </li></ul><ul><li>Social gaming </li></ul><ul><li>Mobile social networks </li></ul>
    7. 1) Online social networks on mobile devices 200MM+ mobile Facebook users
    8. 2) Share content via social channels
    9. Connect mobile sites & apps with social networks
    10. 3) Mobile social networks
    11. 4) Sharing and streaming content
    12. 5) Social gaming
    13. Game mechanics pervade social media: Meet your benevolent king
    14. Some kingdoms are hard to hold on to
    15. 6) Location-based check-in services
    16. Feeling lucky, punk?
    17. Thanks! - Let’s stay in touch <ul><li>David Berkowitz </li></ul><ul><li>@dberkowitz / MarketersStudio.com </li></ul><ul><li>@360i / blog.360i.com </li></ul><ul><li>[email_address] </li></ul><ul><li>about.me/dberkowitz </li></ul>
    18. Noah Elkin
    19. How Mobile-Social is Changing How Brands Connect with Consumers Noah Elkin Principal Analyst @noahelkin F E B R U A R Y 9, 2 0 1 1
    20. Social networks are increasingly the conduit for mobile communication
    21. Mobile social network usage will more than double between 2010 and 2015
    22. Location-based services have surged but aren’t yet mainstream
    23. Geolocation mobile apps serve many niches but tend to be game- or deal-focused
    24. Checking in motivated by prospect of value exchange: obtaining useful information and finding deals
    25. But what happens when the check-in becomes commoditized? Over 380 Million Check-Ins!
    26. Among mobile marketing channels, marketers are most interested in geolocation and social networks
    27. Marketer spending around location is starting to ramp up
    28. Location relevance increases the likelihood of generating a response from advertising
    29. Thank you Noah Elkin Principal Analyst Twitter: @noahelkin Email: [email_address] Phone: (212) 763-6055
    30. Craig Davis
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    36. Tom Dorf
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    41. tom@corp.mocospace.com - 347.225.6711
    42. Adam Mirabella
    43. Social Media Week 2011, New York Adam Mirabella Global Director, Digital Media
    44. Mobility will drive the next phase of Internet growth TODAY: 4.6 billion mobile devices 1.6 billion Internet users 450 million accessing the Internet through mobile Source: IDC 2013: 5.9 billion mobile devices 2.2 billion Internet users 1 billion accessing the Internet through mobile Source: IDC & Infonetics Research
    45. Key Trend #1
    46. Key Trend #2 http://www.socialmediaweek.org/nokiaconnects
    47. Key Trend #3
    48. What’s our role?
    49. The Future
    50. Keep the conversation going… <ul><li>David Berkowitz, 360i - @dberkowitz </li></ul><ul><li>Craig Davis, TextualAds - @CraDav </li></ul><ul><li>Tom Dorf, MocoSpace - @MocoSpace </li></ul><ul><li>Noah Elkin, eMarketer - @noahelkin </li></ul><ul><li>Adam Mirabella, Nokia - @ Sinlison </li></ul>

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